Most businesses don’t need another marketing advisor. They need experienced executive judgement that aligns marketing and commercial strategy, strengthens competitive positioning and supports sustainable business growth.
That’s where I add value. I work alongside founders, CEO’s, boards and investors, bringing independent perspective, commercial insight and experienced marketing leadership to the decisions that shape long-term success.
For more than 30 years, I have helped financial services organisations navigate growth, transformation and change through strategic marketing leadership.
My career has spanned global banking, securities services, investment management and fintech, leading marketing functions across international businesses ranging from established financial institutions to high-growth technology companies. Along the way, I have worked closely with executive teams, boards and investors to develop commercial strategy, strengthen market positioning and build marketing organisations that deliver measurable business outcomes.
Before establishing The Fractional CMO, I held senior global marketing leadership positions with BNY Mellon and BNP Paribas, where I was responsible for developing and executing sales and marketing strategy across multiple international markets. Working across Europe, Asia-Pacific and the Americas gave me first-hand experience of building brands, supporting complex sales environments and aligning marketing with commercial objectives in highly regulated industries.
Since 2018, I have worked as a Fractional CMO and Executive Marketing Adviser, supporting ambitious businesses across financial services and technology. My clients range from early-stage fintechs preparing for investment and market entry to established organisations seeking experienced leadership during periods of growth, transformation or organisational change.
What clients value most is not simply marketing expertise, but commercial judgement. I bring an executive perspective shaped by decades of experience operating within complex organisations, understanding how boards make decisions, how investors assess businesses and how marketing contributes to long-term commercial success. My role is to provide clarity, challenge assumptions where appropriate and help leadership teams make better-informed decisions.
Every engagement is different, but the objective is always the same: to build stronger businesses through better marketing leadership. Whether developing a go-to-market strategy, repositioning a business, mentoring a marketing team or acting as a trusted adviser to the executive team, I focus on practical solutions that create lasting commercial impact.
Today, I work with founders, CEOs, boards and investors who recognise that effective marketing is not a support function. It is a strategic capability that helps organisations grow, compete and create long-term value.
Every engagement begins with a clear understanding of your business, commercial objectives, competitive environment and current marketing capability. The aim is to identify the opportunities, risks and priorities that will have the greatest influence on future performance.
Not everything needs to happen at once. Together, we establish clear priorities, define measurable objectives and develop a practical roadmap that aligns marketing investment with your wider business strategy.
Whether acting as your Fractional CMO, mentoring an existing team or leading strategic initiatives, I work alongside your leadership team to ensure plans are translated into action and progress remains focused on measurable commercial outcomes.
The objective is always to leave your business stronger than I found it. That means building capability, developing people, introducing effective processes and ensuring marketing continues to deliver value long after my engagement has ended.
